The beleaguered retailer, currently operating under Chapter 11 bankruptcy protection, is launching its second publication targeting urban ethnic minorities.

“Urban Direct” is a newspaper supplement that will contain original lifestyle and entertainment editorial as well as special offers from Kmart and its vendors. The publication follows the release of Kmart’s Spanish-language newspaper supplement, La Vida, which launched last year.

For a mass retailer that tries to be something for everyone, targeting specific sections of the population is a risky bet.

“It’s all about taking our message directly to our consumer,” said Dave Karraker, spokesman for Kmart. “Some 40 percent of our shoppers come from a multicultural background. Forming an emotional bond with our consumers is very important to the company.”

Targeting minority shoppers is “more about not just using a blanket approach,” Karraker said, adding that the marketing also reaches the general population.

“We direct our advertising and marketing to the general populace, but you can’t just use the blanket approach with everybody. We know how to reach and target the African-American and Hispanic customers.”

Of the 1,500 currently operating Kmart stores, 267 are considered to be in primarily African-American neighborhoods and 264 are in Hispanic neighborhoods, the company said.